REFOCUSING ON THE LEGACY OF NATURAL DIAMONDS
Formed over billions of years, every diamond begins a new journey when it reaches a customer. Each purchase represents a milestone, and each glance serves as a lasting reminder of the indelible bond between that moment and the diamond itself.
Daniel Rose holds the position of Vice President, Diamond Sourcing, at Signet Jewelers, where he oversees the purchasing, merchandising, allocation and distribution of loose diamonds.
He is a board member of the World Diamond Council, and one of its representatives to the Kimberley Process, as a member of the WDC KP Task Force.
Daniel first joined Signet in 2015 as Director, Business Development. During his tenure with the organization, he has developed and implemented new programs to streamline and optimize diamond buying.
Prior to joining Signet Jewelers, he held roles with Eurostar Diamond Traders, Leo Schachter, and the U.S. Department of Commerce.
Daniel earned his bachelors degree in history and political Science at Drew University.
JUNE 10, 2026
Like many newcomers to Belgium at the start of the 20th Century, my family’s lineage is intertwined with the history of natural diamonds. Both of my grandfathers had thriving wholesale and polishing businesses. And while I was exposed to the industry during my formative years, we moved to the United States in 1982 and I never imagined that my career path would have me following in the footsteps of my parents and grandparents.
Nevertheless, 30 years later, I can say I was fortunate to find my place in this incredible industry – one rich with history and meaning.
But today the natural diamond business stands at a crossroads. Prices and demand have fallen, but I am optimistic the tide is turning, and that our products will reclaim their rightful place as the ultimate representation of love.
Memories of Antwerp
As a young boy living in Antwerp, Belgium, I have fond memories of visiting my parents and my grandfather at work. My mom and dad specialized in selling single cuts.
Much as it is today in many countries, diamonds were an economic lifeline for thousands of Belgians. Numerous farmers in the Kempen, an agricultural area adjacent to Antwerp, owned diamond polishing wheels, and some supplemented their income by collecting rough parcels from my family’s office and returning them, a week or two later, as polished goods.
I even made a few extra francs myself, spending time on the office floor searching for the small diamonds that sometimes would fly off the table.
Antwerp was world-renowned for its diamonds and home of many of the industry’s foremost luminaries.
My father began his career in the 1950s in a cutting factory, apprenticing alongside Gabi Tolkowsky, who would go on to become the preeminent cutter of his generation. They became lifelong friends. Gabi liked to say that I learned to walk in his house, and his son learned to walk in ours.
Although my exposure to the industry was interrupted, in 1982 when we moved to the United States, an opportunity in 1994 brought me back. I relocated to Israel to work for another industry giant, Leo Schachter. Since then, I spent 21 years on the manufacturing side and, for the past decade, have had the privilege of working for the largest jewelry retailer in the United States, Signet.
The author, Daniel Rose, in conversation with Ahmed Bin Sulayem, former Chair of the Kimberley Process, during the 2025 KP Plenary Meeting in Dubai, UAE.
Restoring natural diamonds to their position of prominence
For much of my first 25 years, demand for natural diamonds ebbed and flowed in line with the macroeconomic environment. Thanks to De Beers, it was largely a forgone conclusion that diamonds would remain the gem of choice – not only for engagements, but for most jewelry purchases.
The past five years, however, have brought a veritable maelstrom of disruption. Most notably, lab-grown diamonds have played a significant role in the sharp decline in demand and pricing. It became clear that the industry could no longer rely on legacy marketing models.
At Signet, Jared President Claudia Cividino and Colleen Rooney, Chief Corporate Affairs and Sustainability Officer, outlined a strategy to redefine our approach and restore natural diamonds to a place of prominence.
We refocused on what makes natural diamonds distinct: their uniqueness, their rarity, and their story. While neither originates from jewelry world, Claudia’s experience in high luxury and Colleen’s skills as world class communicator would serve Signet, and the industry, well.
We began by retraining our store teams to elevate how they present natural diamonds, empowering them to communicate their enduring value with confidence. Supported by strong field leadership, our teams successfully evolved the in-store experience.
We also launched the storied Diamond Desert Sands of Eternity™ program, highlighting diamonds sourced, cut and polished in Botswana. This initiative offers customers transparency through blockchain-enabled storytelling, providing a step-by-step overview of each diamond’s journey from a rough stone. It also reflects meaningful progress on sustainability, with more 60 percent renewable energy used to cut, polish and set the stones. And finally, it tells the story of Botswana, the most stable democracy in Africa, a nation that has risen from the depths of poverty to the heights of prosperity, driven by the mining and polishing of natural diamonds.
The author (far left) along with fellow Kimberley Process Task Force members (from right) Kele Mafole, Tlamelo Kebalatetse and Hans Lam, at Mumbai’s iconic Gateway to India. They were visiting the city for the 2026 Kimberley Process Intersessional Meeting, which was held in May.
Turning the tide
These efforts are helping to turn the tide, and we’re seeing customers return to natural diamonds for their most important purchases. But this is only the beginning.
As an industry we must do more. While De Beers and the Natural Diamond Council have made great strides, broader investment is needed. Today, the industry spends less than 5 percent of revenue on marketing, compared to companies like LVMH, which invest more than 11 percent.
We have a powerful story to tell. Natural diamonds are timeless. Like fingerprints, each one is unique. Formed over billions of years, every diamond begins a new journey when it reaches a customer. Each purchase represents a milestone, and each glance serves as a lasting reminder of the indelible bond between that moment and the diamond itself.
While the natural diamond industry still has work to do to regain momentum, I have faith in the leadership of both my company and the broader industry. I appreciate the opportunity Colleen Rooney provided me to represent Signet Jewelers on the board of the World Diamond Council and to serve as its representative to the Kimberley Process.
Upon the leadership of current President and industry titan Ronnie Vanderlinden, alongside Vice President Anoop Mehta and Honorary President Feriel Zarouki, I am confident that the WDC will continue to unite the industry around shared priorities and collective progress.
It’s has been 30 years. While I’ve learned a great deal, I have so much more to discover and appreciate. But I can safely say that my last 10 years at Signet have been my most rewarding. I am grateful to work alongside an exceptional team, which is so dedicated to helping customers experience the richness and allure of natural diamonds.